Convert: Make your website sell more

Length: 173 pages
Edition: 1
Language: English
Publisher: Editorial Martin
Publication Date: 2022-07-02
ISBN-10: B0B5PXB1XM
Sales Rank: #0 (See Top 100 Books)

Conversions are elusive, hard to obtain and harder to sustain.

From Ecommerce to bookings or lead generation sites, we are in the game to optimise our websites in order to maximise the ad spend.

What do we do when results aren’t there when agencies don’t know what’s failing and businesses need to revise their site from a different optic?

This book will give you an all-around idea of what’s needed to find it out. What’s at play and what are the things that you and your team haven’t considered but are extremely relevant in order to bring conversions back.

In this Founder’s Edition a summary of key 12 pillars of Digital Marketing is shown: these are a part of a larger conversation in which you’ll be invited to participate.

Prologue
Foundations: understanding the context
    Clean slate
    The 4 main levers that affect the way users buy (or not) from you
    The first lever: validation
    The second lever: branding
    Let’s not forget about the human factor
    The third lever: traffic acquisition
    The fourth lever: websites
Value proposition, positioning & messaging
    Value proposition
    Positioning
    Messaging
    The alignment
The offer
    Black and white scenario
    Black and white after the initial sale
    Price anchoring
Traffic acquisition: bringing more users to your site
    The new landscape
    Let’s get back to the white room for a minute
    Let’s say we know about them
    Let’s end this chapter by recognising that we have more than one way to get traffic to our site
Funnels: what they are and how to use them
    Intent, right… what’s next then?
    From funnels to customer journeys
    It all starts with mapping the customer journey
    New & Proposed funnel
Landing page Optimisation
    Landing pages begin with context
    There’s a process to follow
    Sections: from top to bottom
    7 principles of conversion-centered design (CCD)
    New vs. existing pages
    Types of landing pages
    Long vs short landing pages
    What about the copy?
Design: putting together solid web pages
    Steps
    Starting with sections: what do we need first?
    Once you put it together: let’s tear it down!
Web Analytics
    Analytics with a clear purpose
    Ga + Funnels
    What about GA4 (the new Google Analytics version)?
    What to do with the data?
    Attribution: the forbidden word
Website platforms: what to choose?
    Do you really need a new website?
    Considerations for a new site
    Designing my own site
    Are WordPress or Shopify any good?
    What’s the deal with custom builds?
Testing: bias gets in the way of growth
    Why do we need to test?
    What kind of tests can you do?
    Data-driven testing
    Feedback-driven testing
    What do we need to run tests?
    Quick note about ‘weight’
Research: our marketing compass
    Conversion research
In the pursuit of Growth
    Margins
    Value as a key driver for growth
    How does this transform into growth?